How Q‑Centrix Doubled Engagement with Deeply Personalized Pharma Campaigns
Chris Gethoff
Challenge
Q‑Centrix, a trusted provider of clinical data solutions, decided to expand into biotech and focus on large pharmaceutical companies. These clients promised high visibility and strong demand for data—but the market was fiercely competitive. Initial attempts—light personalization using HubSpot tokens—failed to deliver meaningful results. The team realized they needed a more precise and powerful approach to capture attention and build trust in an overcrowded segment.
Hypothesis
The marketing team hypothesized that content precisely aligned with each pharma company’s strategic priorities would help decision-makers quickly recognize the value of Q‑Centrix’s offering. They chose LinkedIn as their primary channel and paired it with personalized creatives and bespoke landing pages. Goal: prove that “deep personalization” outperforms generic messaging, builds prospect trust, and convinces internal sales and marketing teams to scale the strategy.
Solution
Q‑Centrix abandoned basic tokens like company name or BDR’s first name. Instead, they used AI to analyze key priorities for each target account. The team collected 6–7 unique data points per company and prompted AI—e.g., “Does this company have active clinical trials, and in which therapeutic areas?” These AI-driven insights, derived from public data, generated highly relevant content.
They then enriched it with HubSpot and ZoomInfo data, creating landing pages that felt unique and authoritative to every prospect.
Execution & Creative
LinkedIn ads were synchronized with personalized landing pages to deliver a seamless experience from click to view. Ad creatives and copy reflected specific company details—clinical trial activity, therapeutic focus, and strategic goals—making the message immediately valuable to every viewer.
Results
LinkedIn campaigns aligned with tailored landing pages delivered a cohesive user journey. Creative and copy reflected real-time company intelligence—clinical pipeline, therapeutic focus, and strategic initiatives—making each message instantly relevant and actionable.
Conclusion
Deep AI-powered personalization—augmented by first- and third-party data and executed through coordinated creatives—can transform B2B communications in pharma. When content mirrors a client’s actual priorities, engagement soars, trust strengthens, and internal stakeholders confidently scale the strategy.
AI-powered campaigns achieved 2.3× higher CTR than non-personalized ones.
Time on page increased by 170%—from seconds to several minutes.
27% conversion lift